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中国入世后,轿车营销体制、汽车销售方式和销售服务的变化将把中国汽车市场带到后现代。“入世”前夕,中国轿车市场的营销体制、轿车销售方式和售后服务正在发生比较大的变化,轿车厂商正努力借鉴发达国家汽车营销的成功经验,结合中国市场的自身特点,不断地进行改革,努力同国际市场接轨,提高竞争力,迎接加入 WTO 后的挑战。4C 的整体营销服务4C 即用户需要与欲望(Customer needs and wants)、费用(Cost)用户能承受多少购买和使用费用、便利(Convenience)包括售前、售中和售后服务系统、传播(Communication)汽车厂商用什么方式同用户进行信息交流、用户又通过什么途径获取汽车产品知识及其服务知识。在相似的性能、价格前提下,谁的服务好,谁就会赢得市场。与
After China’s accession to the WTO, the changes in sedan marketing system, automobile sales methods and sales services will bring the Chinese automobile market to a post-modern era. On the eve of WTO entry, the marketing system, sedan sales methods and after-sales service in China’s passenger car market are undergoing major changes. Car manufacturers are trying their best to learn from the successful experience of automobile marketing in developed countries and combine with the characteristics of the Chinese market. Reform, work hard with the international market, improve competitiveness and meet the challenges after China’s accession to the WTO. 4C’s overall marketing services 4C Customer needs and wants, Cost Costs the user can afford to buy and use, Convenience Including pre-sales, sales and after-sales service system, Communication (Communication) Vehicle manufacturers use what way to communicate with the user information, the user through what ways to obtain knowledge of automotive products and services. In similar performance, price, who’s good service, who will win the market. versus